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BizReport : Social Marketing : September 20, 2012

How social login helps brighten outlook

Online lighting hub wanted to bring something new to the online space - a place where customer could interact much as they would in a physical store. One focus point - the checkout, because online checkouts can be clunky, take a long time and frustrate the shopper.

by Kristina Knight CEO and Founder Chris DiMarco wanted a check out online that was as simple as checking out in a physical store, which brought him to the social login option. Because social logins use existing usernames/passwords and have the added bonus of offering businesses rich profile data from the social space. chose social commerce hub Janrain to power the option.

Kristina: Tell me about the working relationship you've created with - how have you seen their site/engagement levels improve with social login?

Gina Rau, Marketing Communications Manager, Janrain: Since they launched their ecommerce site with Janrain social login, they have seen a growth trend in the number of shoppers choosing social login to register. Return customers and visitors to the site are also indicating that they like to be remembered and greeted by name, which happens when they choose the same social profile on these visits.

Kristina: Are more etailers beginning to push social login? Or is there still quite a distance to travel before most shoppers are able to use social login to its potential?

Gina: While the percentage of retailers offering social login today is relatively low, an increasing number are starting to offer shoppers the option of social login next to a traditional registration choice, and we expect to see adoption accelerate as consumers increasingly expect this capability (recent research indicated 77% of consumers prefer to have the option to use an existing identity when registering or logging into a site). In addition, many ecommerce and other technology vendors, including companies such as Oracle ATG, Demandware, Magento, RichRelevance, ExactTarget, Silverpop and 500friends currently support rich integrations with the Janrain social login product, significantly expanding the ability of retailers to use social profile data to improve the online experience and reduce friction in the shopping process.

Kristina: Can social logins be used to offer more relevant content/ads to shoppers? How?

Gina: Yes, this is absolutely possible. When a shopper chooses to login using an existing social identity, the retailer has the ability to ask for permission to the shoppers' profile data. This data can go far beyond simple demographics to include things such as birthdate, marital status, interests (eg running or yoga), favorite musicians/movies, etc. This data can then be used to tailor the web site, offers and advertisements the shopper experiences from the brand.

Retailers can collect and store this data in our data base which was uniquely designed to host social profile as well as legacy and third party data, and feed it into their marketing applications such as personalization and recommendation engines, loyalty and rewards and email marketing, to serve up that personalized web page, message, email or offer.

Tags: ecommerce trends, Janrain,, social commerce, social login, social marketing

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